III. Postwar Social Changes

Economic growth and prosperity resulting from Europe reconstruction post-WWII
- A new restart to Europe
- America dumps lots of consumerism into western Europe
White-collar workers lead middle class
- Strong middle class = stable society
- Economically strong, politically active
Consolidation of business demanded technologists/managers
- Emergence of big conglomerates who demanded white-collar workers
- Facilitated middle class
Eastern Bloc income gap much smaller than west (overall less productive/consumerism)
Farmers declined; agricultural conglomerates → more blue-collar workers
Salaried specialists replaced industrial labor

Rural to urban migration in western Europe
- Not enough people to fill jobs → guest worker programs filled jobs
- Immigrants filled seasonal high-demand jobs
Postcolonial diversified European population
- Diversified racially, religiously, and culturally
Separate communities enhanced xenophobia
- Escape from communism/home country, better opportunities, etc.
Women looked for roles outside the household
- Ex. secretarial positions
Postwar education revolution enhanced women’s opportunity (college)
Increased divorce rate (1960s) strapped women’s income
“Double burden”: Work and household responsibilities on women
Income gap and discrimination continued against women in the workforce

Generation gap: taste in fashion and music
- Creates big gap between Boomers and their parents
- Consumerism favored the Boomers
Jazz and rock facilitated by albums
Teenage money = market and advertisement
Education enrollment increased = cries for reform
Counterculture v. establishment